Watch out, Uncle Ben! They're white behind you!

If you’re like me, you’ll find weird and confounding this full-page spread from the September 20th People for Uncle Ben’s Whole Grain White Rice, featuring a large image of the kindly African-American domestic servant/mascot against a backdrop with the word “white” in it 42 times. 
Bonus points to anyone who can explain how white rice can be “whole grain.”